The containers they come in are not airtight. Same with most shaving creams. If you can keep air from getting to it, it may stay "creamy" for a longer period of time. I have some creams that are 10-15 years old and most of them dried out and turned "firm" over time. They still work fine, but the technique to use them is different now.
Love my Brit tub and tube creams!
Not much age issue with the tubes!
For the tubs, I'll add a kitchen plastic film over the top just as extra step.
Whatever.
If it dries out, no problem, just add a little water.
Enjoy!!
Thanks for the replies. FWIW: I don’t see myself keeping it around for more than a year before finishing it off. Maybe two years if I go crazy and get a second tub for variety.
With one exception, I think most people assume that the cream that arrives from the dealer is fresh, and that’s not always so. I’ve had tub creams arrive fairly hard - harder than they should be.